We are convinced that positioning is the foundation for a successful marketing plan. It is positioning that brings focus to all areas of promotional communication. Using positioning as a baseline ensures that a brand's promise is communicated consistently to its target audience. That is why each month Brand Engineers will highlight a specific aspect of positioning for you.
Get a reminder when each new tip is posted or contact us for more information on how we can help your brand achieve its full potential.
Wednesday, October 5, 2011 at 9:53AM While this tip may get a lot more interest if we evaluate the pros and cons of female and male beach bodies and their importance in underwear promotion, we’re talking about the far less exciting, but more financially important, topic of how brand teams communicate with their agencies and the importance of clear, focused, and unambiguous creative briefs.
Tuesday, August 23, 2011 at 2:16PM Boats and brands are more similar than you might imagine. They are both faced with navigational challenges, forced to weather storms, and unable to guide themselves. As a boat needs a good crew to succeed, so too does a brand.
Tuesday, June 21, 2011 at 3:38PM The idea of preference vs. relevance has a considerable history in brand positioning. Recognizing that the challenges a brand faces in a highly competitive market where you are not the market leader can make significant market share gains elusive through traditional innovation and marketing paradigms. Redefining the category in which your brand competes offers significant strategic and tactical advantages.
Monday, May 2, 2011 at 8:00AM No one can argue with the success of Southwest Airlines. When you first look at this brand it is easy to tag it with the label of discount carrier, but upon closer inspection, Southwest is so much more than that. Let’s come back to Southwest in a couple minutes.
Monday, March 28, 2011 at 10:23PM One of the most difficult questions a brand manager needs to answer when considering how to position their product is “who should the target customer be?” On the surface this seems like a pretty simple question, but in reality it is far more difficult to answer and will have an enormous impact on the product’s success.